The Jean



Men’s Western Zipper



Women’s Western Zipper


The first jean we ever produced, the 11MWZ. Rooted in history mixing authentic-western style with a counter-culture attitude. This is the archetypal jean. Wearable and flattering, it’s a retro style that now feels completely modern.

Our 2019 reissue of this slim straight classic brings back soft broken twill denim that gives you that worn-in feel from the very first moment you slip them on. The slightly higher waist, tobacco stitching and classic blue Wrangler denim are just as they once were. Welcome back to the good old days.

ICONS jeans for him ICONS jeans for her

Created for rodeo riders and ranch hands, adopted by rebels and rockstars, the 124 jacket is the definitive denim jacket. Inspired by youth and forever timeless in style, it’s the finer details that make these jackets iconic. The authentic 124 shows off rounded pocket flaps, tobacco-coloured stitching, copper buttons and the famous “W” stitch.

The 2019 remake is slightly slimmer for a modern take on the classic design.

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This best-seller became an instant classic as soon as it was released in the mid-sixties. The original inspiration lies in the western shirts from the 1940’s, now perfectly reissued for the modern urban cowboy.

ICONS shirts for him ICONS shirts for her

Indigood Foam-dyeing

It takes a lot of water and energy to create denim’s recognisable indigo shades. That’s why we have developed Indigood™ to change the way we dye our fabric. It includes a new innovative foam-dyeing process that uses 100% less water and wastewater is virtually eliminated. Next to that, both energy use and waste are reduced by more than 60% when compared to conventional denim dyeing. This pioneering technology promises to revolutionise the whole denim industry.

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